Customers Hungry for New Menu Items Seen in Mobile Ads - eMarketer

Customers Hungry for New Menu Items Seen in Mobile Ads - eMarketer:



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Menu info in a mobile ad is biggest influence in deciding where to eat

When choosing where to dine, it comes down to the menu, not the restaurant, according to a December 2013 study by JiWire.

More than one-third of US mobile Wi-Fi users polled said that menu information in a mobile ad was the most likely to influence them to eat at a restaurant. Sales or coupons, often considered good methods to drive restaurant traffic, ranked second, at 24%, and location was actually third—indicating that people may be willing to drive a little farther to get something that looks tasty.

Nearly half of consumers had tried a new restaurant or menu item based on a mobile ad, and three-quarters said they were more likely to try a new menu item after seeing a mobile ad for it.

Read more at http://www.emarketer.com/Article/Customers-Hungry-New-Menu-Items-Seen-Mobile-Ads/1010634#9pLQdxprL1OurBhZ.99

Study: Social Media Driving Hyper-Growth for SMBs - SocialTimes

Study: Social Media Driving Hyper-Growth for SMBs - SocialTimes:



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There might be more big brands on social media these days, but according to a recent LinkedIn study, social media is an important driver of growth for small and medium businesses.

SMBs account for a huge part of the economy. Young businesses in particular are the biggest contributors to job growth and seven out of 10 new jobs are created by a small business, according to the study.

The study, which included a survey of nearly 1000 SMBs in the US and Canada, indicates that SMBs are optimistic and focused on marketing in 2014. In fact, more than 90 percent of SMBs are either current users of social media or plan to use it in the future.

Among those currently using social media, nearly all are using it for marketing. The top reason for social media marketing according to the study? Simply to maintain a company presence and identity online. SMBs also use social media to generate word-of-mouth about the business, deliver content about the company, increase awareness and generate new leads.

According to the study, one in six SMBs on the grow are in what was referred to as hyper-growth mode. Indeed, companies experiencing hyper growth report a 73 percent increase in social media spend, indicating that social media is an effective tool for branding, generating word-of-mouth, content marketing and lead generation.

Nearly half of SMBs using social media also use it for learning and sharing resources. Not only are SMBs sharing with and learning from each other, they’re also using social media to keep tabs on financial trends and institutions, according to the study. The financial information SMBs are most interested in but not getting includes how-to guides and checklists, technological developments, new products, company background and industry news.

Based on the data, the study identified several opportunities and best practices for marketers, including targeting hyper-growth companies, taking advantage of unmet content needs and building credibility by creating open dialogue.

Innovation Firm ReD Shows Clients How to Use Philosophy to Sell Stuff - Businessweek

Innovation Firm ReD Shows Clients How to Use Philosophy to Sell Stuff 



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When the German philosopher Hans-Georg Gadamer died in 2002, at the age of 102, he was unaware of the impact he would posthumously have on mobile electronics, distilled beverages, and personal grooming, among other consumer-product categories. A giant in the field of phenomenology, Gadamer examined how human beings perceive and make sense of the world around them. He was celebrated for adapting hermeneutics—interpretive methods originally developed by Biblical scholars—to the study of human perception, but over his long career he also wrote about music, visual art, politics, medicine, and myriad other topics. He did leave some questions unanswered, however, such as: How can a low-end electronics company create products that wealthy consumers crave? And: What do women want in athletic gear?

According to two Danish strategy consultants, that was a lost opportunity. Gadamer’s hermeneutics aren’t only useful for understanding existence, argue Christian Madsbjerg and Mikkel Rasmussen; they offer insight into commercial questions as well. The two believe that Gadamer, his mentor, Martin Heidegger, French phenomenologist Maurice Merleau-Ponty, and any number of scholars considered abstruse even in the ivory tower can help companies solve some of their most complicated business challenges. To bring this form of problem-solving to theGeneral Electrics (GE) and Lululemons (LULU) of the world, Madsbjerg and Rasmussen built a consulting firm, Red Associates, around the Monty Python-like idea that corporate leaders need to channel their inner Heidegger.

“It’s applying very theoretical constructs to very concrete situations,” says Madsbjerg, a cultural theorist with the air of a precocious teen. “I think that’s the ultimate skill that’s here. I don’t think that the people that designed theories of identity ever, ever thought about toothbrushing, but it’s very, very helpful.”

Dustin Aksland for Bloomberg BusinessweekMikkel Rasmussen

“I’m probably more practical. I’m more interested in how you use this,” adds Rasmussen, a cheerfully argumentative economist. “Christian is very much into Heidegger, and I understand why, because once you get down to what it is he’s really trying to say, it is really inspirational. It gives you a completely new idea about ‘what is it I do, and how do I study something?’ ”

Since opening its doors in Copenhagen a decade ago, Red has signed up some of the biggest companies in the world, including Intel (INTC), Novo Nordisk(NVO), and Beiersdorf (BEI:GR)(makers of Nivea skin-care products). Samsung Electronics relied on Red’s research in designing what would become the world’s best-selling televisions. Red helped Adidas (ADS:GR) unshackle itself from its focus on competitive sports so it could capture much of the exploding fitness and sports-lifestyle market. With the firm’s advice, Pernod Ricard (RI:FP)figured out how to sell more vodka in a world where fewer people are drinking in bars.

“The great thing about Red is that they’re supersmart,” says Mike Milley, the director of Samsung’s lifestyle research lab. “They are an unparalleled deliverer of that well-framed idea that’s going to help tell the story of what we need to do.”

Red’s 70 consultants, hired mostly out of graduate programs in sociology, philosophy, political science, history, and anthropology, conduct a form of ethnography, embedding themselves in the lives of consumers the way Margaret Mead did among Samoans. They interview their subjects and the people around them, itemizing the contents of their kitchens and dressers while photographing and videotaping, and accompany them as they prepare a meal, or commute to work, or primp for a night out. Then they sift the resulting information for weeks, even months, looking for connections and telltale behaviors.

Several years ago, Lego turned to the firm. In an attempt to compete against the immediate gratification of PlayStations, the company was marketing easier Lego sets, action figure lines, and jewelry kits that weren’t really about building at all. Yet Red’s research showed that, while kids love video games, many also love things that reward time and patience and, importantly, allow them to show off their hard-earned skills. In an example that has become Lego lore, Red found an 11-year-old German boy whose most prized possession was a pair of skateboarding shoes worn down in such a way that it was obvious to his fellow skateboarders that he had mastered a specific trick.

Those were the kids Lego should be courting, Red argued, and they didn’t want easy Lego sets, they wanted hard ones. The insight helped persuade the company to jettison much of its product line, part of a larger refocusing that has put it at the top of the toy industry.

Winter Storm Pax Brings Hardware Store's Busiest Morning in 41 Years

Winter Storm Pax Brings Hardware Store's Busiest Morning in 41 Years 



Hardware store owner Henry Burke is cautioning customers to head home early, but he’s planning to work the full day.

With winter storm Pax beginning to hit Raleigh, North Carolina, Burke says business has never been better.

“This is the busiest morning I’ve seen in 41 years,” says Burke, whose father opened Raleigh's Burke Brothers Hardware in 1936. “If you had called this morning, we couldn’t have answered it. We have three lines, and all were ringing.”

Burke says yesterday he served more than 1,000 customers prepping for Pax. The winter storm has already knocked out power for a reported 200,000-plus homes and businesses in the Atlanta area, and is expected to move up the East Coast Wednesday into Thursday.

On his end, Burke says the price of rock salt has been up and down. “When it’s like this, you buy it: It doesn’t matter what the price is,” he says. Luckily, the store got a big delivery early Wednesday morning, helping Burke meet the demand.

Farther north, fourth-generation hardware-store owner Russell Hunter says it’s also been a banner year for rock salt.

“There’s been tremendous demand. So far I have not had an issue getting it … but my supplier did warn me he is starting to dwindle,” says Hunter, who runs Pfau’s Hardware Store in West Hartford, Conn. While rock salt is still in supply, Hunter says he just sold out of roof rakes.

Hunter says his supplier raised the price of rock salt a few percentage points, but he decided to keep his prices stable.

“I’m making a little less on it, but that’s OK. I’m hesitant to change it in-season: I start with a price and I like to keep that through the end,” says Hunter. He is selling 50-pound “Safer than Salt” bags for $26.

In East Northport, New York, Karp’s Hardware Store owner Alan Talman is having a harder time keeping salt in stock.

“There’s more people looking for rock salt than there is [supply] … The demand has certainly outstripped the supply,” says Talman. “We don’t usually get this much winter – we’re usually well prepared.”

Talman says this is only the second time in 24 years that he has seen this great a demand for snowstorm essentials like rock salt and shovels.  While he’s sold out for the moment, he is expecting a delivery tomorrow.

“Everyone is coming in. The phone is ringing dozens of times an hour, specifically for rock salt,” says Talman.

And though he can’t provide rock salt for the time being, Talman is still able to hand out some wise winter-storm advice.

“Stay home, drink heavily and don’t drive, and it will be gone before you know it. Spring is right around the corner,” says Talman.

How to Show Love for Your Customers on Valentine’s Day

How to Show Love for Your Customers on Valentine’s Day



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Valentine’s Day is all about showing the people we love how much we care, which typically prompts companies to court customers by busting out red flyers and heart-shaped decorations.

You don’t have to do that, of course. But, as a small-business owner, you would be remiss to ignore Feb. 14, especially if you offer a product or service that could make for a sweet, friendly, or romantic gift.

What’s more, regardless of your industry, you can build customer loyalty by showing appreciation for your dedicated patrons on Valentine’s Day. Here are a few ideas for accomplishing that:

• Send branded valentines on social media. Thank your customers for their business with branded Valentine’s Day cards — digital missives that include your company’s logo and website address. As people share your love via social media, more potential customers will become aware of your brand. (This is an especially savvy marketing move if your customers pin or re-pin the card to a Pinterest board.)
• Step up your customer service. People often have high expectations for Valentine’s Day — and tend to psych themselves out when trying to get every little detail perfect. Erin Raese, president and chief operating officer of Loyalty 360, recommends that small businesses focus on customer service when marketing around Valentine’s Day. “Make this challenging holiday easier,” she says. “Then help your customer create a thoughtful gift or experience.” By being helpful and considerate, you will also “create an emotional bond with your customer, [which] should create future returns.”
• Stick to your brand’s ideals. If your business doesn’t mesh well with Valentine’s Day, don’t force the issue and risk coming off as insincere and cheesy. However, you can recognize the holiday without putting candy hearts on everything. For example, let’s say you run a pizzeria. Rather than forcing Valentine’s Day onto the brand, you could team up with a neighborhood flower shop to give its customers a coupon for a free order of bread sticks when a customer makes a purchase there, Raese says. By adding value to a purchase and offering something for free, co-marketing can help drive sales and boost loyalty for both businesses.
• Evoke emotion. Valentine’s Day is an emotional holiday, so it’s appropriate to play off that emotion to some degree. “A restaurant could give each woman a rose,” Raese suggests. It is the act of doing something thoughtful or making a customer feel special that triggers an emotional response. Customers won’t forget that little something extra you did for them, which increases the likelihood they’ll return on another occasion.

Figuring out the right marketing strategy to use this Valentine’s Day doesn’t have to be a head-scratcher. Just consider what your customers want and need — and the rest should fall into place.

Read more: http://blog.intuit.com/marketing/how-to-show-love-for-your-customers-on-valentines-day/#ixzz2t1mPk0C5

Retail spend on local campaigns up 433pc during holidays: Nexage

Retail spend on local campaigns up 433pc during holidays: Nexage 



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February 10, 2014

In the fourth quarter, retailers increased spend on local, mobile campaigns during the holidays by 433 percent for those based on ZIP code and 142 percent for those based on latitude or longitude, according to a recent report from Nexage.

The “Nexage Analytics Report: Brand Spend Takes Flight” report found that 46 percent of marketers and agencies thought that mobile was important as an advertising vehicle and 85 percent think it will be important in three years. Nexage claims that since more consumers have shifted to mobile, marketers and agencies are now playing catch-up.

"I think retailers are creating different geo-fence structures for different campaigns, which is giving them different methods of attracting consumers to events or stores," said Victor Milligan, chief marketing officer of Nexage, Boston, MA. 

"Larger geo-fences can leverage ZIP code, smaller geo-fences rely on lat/long," he said. "The portfolio of both gives retailers the greatest options and likely the best results.

"ZIP-based targeting can be a powerful method to extend reach, especially in areas where tight geo-fencing may inadvertently create reach scarcity. The trick is to play with the location structure that makes the most sense for the campaign, for different days of the week, among other considerations."

Catch-up
Now that mobile is becoming a more respected channel for marketing, ad spend is increasing. Total ad spend on the NexageExchange grew 80 percent during the holiday season.

Retailers in particular embraced mobile more aggressively. Brand spend specifically increased 135 percent during the holiday season, peaking at 70 percent of total spend.

There was a spike on Black Friday, topping the daily average the preceding weekend by 29 percent and the following weekend by 21 percent. During the three weeks after Black Friday, daily retail spend increased by 103 percent on Saturdays, compared to other days.

One of the main goals of retailers in the fourth quarter was to increase store traffic, so retailers pushed a lot of geolocated campaigns.

Local campaigns that leveraged ZIP codes or cities increased 433 percent, and hyperlocal campaigns that used latitude/longitude increased 142 percent.

While an increase was definitely expected around the holidays, Nexage expects this increase to kick-start a long-term acceleration in mobile ad spend. The company predicts that mobile spend will overtake online spend by 2017.

Mobile ad spend
As marketers realize the greater potential in mobile advertising, it is interesting to watch how the ad themselves evolve.

This past quarter seems to show a greater interest geolocated ads.

Last summer, marketers were focusing on real-time bidding, with Smaato reporting that its RTB ad exchange hit a $110 million annual run rate this month, while Nexage saw more than 50 percent of revenues on its exchange coming from RTB (see story).

"Retailers took greater advantage of mobile to drive more lucrative in-store sales," Mr. Milligan said. "Retailers like Walmart and Target have shown significant growth from 2102 on the Nexage Exchange, and it shows that the power of mobile is significantly enhancing holiday sales."

Automakers push envelope on wearables, augmented reality despite regulatory concern

Automakers push envelope on wearables, augmented reality despite regulatory concern 



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February 10, 2014

What the Hyundai Google Glass app might look like

While automakers are leading the way when it comes to leveraging wearables and augmented reality for next-generation mobile experiences, challenges such as planned legislation banning in-vehicle use and determining the return on investment could hamper growth.

While regulators and consumer advocacy groups are still unsure about what role mobile devices should play for consumers inside a car, automakers are plowing ahead and leveraging Google Glass and other wearables for integrated in-vehicle experiences. Another key area of focus for automakers going forward is creating unique augmented reality applications for use both inside and outside the car.

“With wearables, that is another way of adding even more relevant user interface,” said Dominique Bonte, London-based vice president and practice director at ABI Research. “This is a way for the auto industry to bring advanced interfaces into the vehicle and bring more entertainment services into a vehicle in a non distractive way.

“The controversial thing is that lot of the governments and the lawmakers are very anxious about Google Glass and eyewear that they would increase distractions,” he said. “This is a panicky reaction, it is more about banning certain things to do with it, like watching a video.

“Receiving alerts about blind spots or obstacles ahead in the road - that would be a great way to use Google Glass. There is still a lot of discussion going on.”

Remote startNew data from ABI Research shows that wearables will interface with more than 90 percent of vehicles shipping in 2019, either directly or via a smartphone.

There are already signs that the trend is picking up with a series of announcements from automakers over the past few months.

For example, the 2015 Hyundai Genesis will allow owners to connect with their vehicle using Google Glass app integrated Hyundai’s cloud-based Blue Link platform to make features such as remote start and service information quickly accessible. Information, including push notifications, will be presented as cards optimized for the Glass user interface.

The Audi A3 iPad app

Additionally, Mercedes recently introduced the Pebble smart watch Digital DriveStyle app, BMW rolled out an i3 EV Samsung Galaxy Gear smart watch integration and Nissan launched the Nismo concept smart watch, which displays biometric and vehicle diagnostics and performance data.

Driver safetyThe automotive industry is looking for ways to leverage mobile technology to provide customers with the in-car information and entertainment they want while at the same time trying to improve driver safety by using gesture recognition, eye control and augmented reality to help reduce driver distractions.

Still, the use of wearables inside cars is controversial, with legislation in the works in the United States and Britain to ban their use.

Evidence is still lacking as to just how distracting wearables are for drivers. It may just be a case of needing to prevent certain use cases, such as watching videos.

There are use cases where wearables can contribute to safer driving, per Mr. Bonte.

The opportunities could also extend into ways to inform drivers about nearby gas stations and restaurants that would leverage augmented reality.

“When you are looking for places for go, you could imagine notifications about restaurants you want to visit,” Mr. Bonte said.

“It is all about not overloading the driver too much so he doesn’t get distracted and only providing the relevant information,” he said.

Immersive experiencesAugmented reality is an area where automakers have also shown a lot of interest.

While augmented reality has been growing over the past couple of years, its evolution is really just getting started. Juniper Research forecasts that nearly 200 million unique users across smartphones, tablets and smart glasses will use augmented reality apps in 2018, up from over the 60 million unique users forecast for this year.

One of the factors that will drive growth in augmented reality will be growing penetration for wearables such as Google Glass.

“I think one of the big platforms for propelling augmented reality and vice versa is the mass commercial launch of smart glasses,” said Josh Flood, London-based senior analyst at ABI Research.

“In 2014, I don’t think we will see the true potential for AR in smart glasses, as Google Glass is still working on its AR functionality and has stated its new glass ware is a notification type device not a fully immersive AR device,” he said.

“This will change in the coming years though. You can already see the benefits of AR on hacked Google Glass prototypes at some of the conferences I have attended.”

U.S. marketers lag behindInnovative augmented reality experiences from the auto industry include the Audi A3 iPad app, which lets users experience what it is like being in the driver’s seat of the car.

To look into the back seat, users move the iPad over their shoulder. The app has been downloaded more than 20,000 times and 90 percent of users interacted with at least one of the augmented reality features.

This example shows how augmented reality is moving towards creating 360-degree experiences for consumers and away from some gimmicky early uses such as bringing a display to life.

“In 2014 we’ll see immersive, 360-degree experiences, personalization and advancements in the physics of augmented reality where the virtual experience, like a bouncing ball, will be seen as seamlessly interacting with objects in the physical world,” said Michael Becker, market development and strategic advisor for North America at Somo, San Francisco.

Automakers are embracing augmented reality because there is a need for immersive and engaging content given the complexity of car features and the high-ticket value of purchases.

However, in general it has been marketers outside the U.S. who are pushing the envelope on augmented reality.

This is because U.S. marketers have been struggling with how to integrate augmented reality into larger campaigns.

“We see more requests for AR overseas than we see it stateside,” said Atul Sabharwal, founder of Snipp Interactive, Washington. “Probably points to the fact that marketers in the U.S. have tried it but not really experienced a huge return given the higher costs associated with setting up campaigns and the obstacle of getting a user to download an app.

“AR cannot be looked at as an isolated mechanic, but needs to be viewed as part of an overall program given the investment needed to do it right,” he said.

“Consequently it has to be part of a larger whole that justifies the need for a consumer to download an app to experience the AR.”

Business Still Not on Facebook? Get Up to Speed With These 4 Steps.

Business Still Not on Facebook? Get Up to Speed With These 4 Steps.

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In just 10 years, Facebook has changed the way businesses market to customers. In these days of multi-channel marketing, you can't run a small business without having a Facebook presence.

No matter whether you use Facebook personally, chances are, your customers are there every day. With 110 million daily mobile users alone, you can't afford not to have a presence on the social network. Your customers are already seeing ads from their other favorite brands and stores pop up in the right-hand side, as well as in their news feed, so you might as well be there, too. Here are four steps to help you bring your brand up to speed on Facebook:

Related: On Facebook's 10th Birthday, Mark Zuckerberg Reflects on the Long Journey of Creating a Social Media Powerhouse

Announce your new Facebook page with a flourish. Put the Facebook logo on your newspaper ads and store inserts and blast it on your website. Make an even bigger splash by announcing something special such as a new product or service along with your new social media presence. My favorite local bakery, Daisy Cakes, just announced a new KickStarter campaign on its Facebook page. Tanay, one of the co-owners, created a video announcement to ask for donations for the launch of their new Dessert Room.

Give your customers a reason to like you. Incentivize your customers to become your Facebook "friend" by offering coupons and discounts that they can only find on your Facebook page. Encourage them to "share" this treat with their friends to increase your number of "likes." As long as you provide an interesting incentive to keep your customers coming back, such as breaking news of specials or previews of new products and services, customers will be happy to see you on their Facebook feed. I love to give gifts from Cheryl's Cookies and Brownies, so I quickly followed them on Facebook. Now, I regularly receive free shipping offers or coupons for 50 percent off my favorite cookie gifts.

Engage your customers in a lively conversation on Facebook. Once you have a loyal Facebook following, start a two-way conversation with them. Ask interesting questions, respond to their comments and thank them for their ideas and suggestions, even when they might not be something you thought you wanted to hear. When your customers feel heard, they will know that you are taking their interests seriously and will keep following you.

Related: Facebook Is More Addictive and Widely Used Than Ever

You can also use this space to become an expert who your customers can rely on for trends and scoops. FlyingScarfs is a new social enterprise created by Air Force pilots who served in Afghanistan. Its Facebook page is filled with photos of the beautiful scarves woven by the Afghan widows they support, along with many articles about building peace in the Middle East through economic development. These pilots maintain a lively conversation with their many followers as they offer many interesting ideas for us to think about.

Reward your brand ambassadors. You will be able to quickly see which of your customers respond to your questions and comments on Facebook or send you suggestions or ideas. Thank them publicly and send them rewards for their loyalty. You might even consider posting pictures of them and their ideas as thanks, too. The most recent Edelman Trust Barometer Survey (2014) continues to find that 62 percent of customers trust "someone like themselves." Use the power of your most loyal brand ambassadors to spread the news about your brand in ways that are credible and trustworthy to other prospective customers.

Facebook is just one way that you can integrate your marketing message into the daily lives of your customers. It is a way to remind them you are there, when they are ready to make a purchase or reach out and ask a question. Use Facebook to help you become a useful resource for your customers whom they can rely on and trust.

Related: How to Steal Your Competitor's Social Media Followers

Karen Mishra

Karen Mishra teaches digital marketing in the MBA program at Meredith College in Raleigh, N.C. You can find her Facebook page at www.facebook.com/trusttips.

Read more: http://www.entrepreneur.com/article/231299#ixzz2sf5JTdfx

Small businesses use offbeat ways to sell products

Small businesses use offbeat ways to sell products | 



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NEW YORK — In the battle to win shoppers’ dollars, small companies are finding creative ways to be where the sales are.

GSC Products sells nasal spray in a hardware store to capture sales from people working on projects that stir up dust. Simplicity Sofas pays previous customers to let potential buyers come into their homes to see sofas that can only be purchased online.

Small businesses don’t often have the advertising and marketing budgets that larger companies do. And fighting for the limited amount of space available on store shelves can be tough and costly. So innovative owners are finding a way around these challenges by placing their products where their target customers go and by using nontraditional sales techniques.

“There is a lot of competition and it’s difficult to break through the clutter and the noise,” says Ted Hurlbut, a retail consultant who works with small companies. “You need to be creative.”

A look at what some small businesses are doing:

BUILDING THE CUSTOMER BASE

COMPANY: GSC Products, Scotia, N.Y.

PRODUCT: Sinus Plumber, nasal spray containing pepper and horseradish.

OFFBEAT SALES CHANNEL: Hardware and automotive stores and garden centers. Owner Wayne Perry sells the nasal spray in nearly 1,000 stores that stock it near the cashier, where many customers find products that are called impulse buys.

HOW DID THAT HAPPEN? Hardware store owners were reading about Sinus Plumber in news stories and contacted Perry.

SOFA AUDITIONS

COMPANY: Simplicity Sofas, High Point, N.C.

PRODUCTS: Furniture including sofas and chairs.

OFFBEAT SALES CHANNEL: Customers’ homes. Simplicity’s furniture is sold only over the Internet. Some customers want to see and try out the sofas and chairs. So owner Jeff Frank contacts people who have already bought his furniture, and asks them if they’ll let a prospective customer take a look. Most people say yes. In return, Frank sends them a $50 check.

WHERE DID THEY GET THE IDEA? From customers. Several called Frank and volunteered. He decided to ask others.

SMOKING OUT CUSTOMERS

COMPANY: Evolve Professional, Westbury, N.Y.

PRODUCTS: Men’s shaving and personal care products.

OFFBEAT SALES CHANNEL: Upscale cigar stores and lounges.

WHY A CIGAR STORE? Marrone saw an opportunity in the market for upscale men’s grooming products. To sell them, he had to be where prospective customers go. So he began searching for stores where a man might spend $50 on a cigar. He checks out a store by buying a cigar, smoking it there and studying the customers to see if they’re part of his target market: successful men age 40 to 60 with expensive taste and who want to look good.

Marrone has held most of his events in stores in New York, New Jersey, Connecticut and Pennsylvania.

Trying to get his products in a big department store like Macy’s or Nordstrom, where he’d have to compete against many other consumer products companies, wouldn’t help him build his brand, Marrone says.

“I go under the radar to create a buzz and word-of-mouth advertising,” he says.

WHAT’S NEXT? Marrone is scouting for more cigar stores and negotiating with an upscale men’s clothing store on Long Island. His new Web site is starting to show results. Marrone says his sales in January surpassed his expectations for the entire first quarter.

CASHING IN ON CRUISES

COMPANY: Reverie, Bloomfield Hills, Mich.

PRODUCT: Beds.

OFFBEAT SALES CHANNELS: Owner Martin Rawls-Meehan always wanted to get his beds in places where people could try them for several nights, not just for a few minutes in a store. After meeting representatives of Celebrity Cruise Line at a trade show, he pitched putting his products on their ships. Reverie beds are now in six Celebrity ships, with signs in each cabin identifying the beds. They include models whose tops and bottoms can be raised or lowered and that have adjustable levels of firmness.

Rawls-Meehan also looks for sales opportunities with some connection to home, so Reverie also sells beds at home and garden expos. And he wants to reach customers who care about their health and fitness and want a good night’s sleep. So he got a deal with the fitness company CrossFit Inc. to sell beds at competitions it holds.

“These alternative channels (aren’t) being served by some of the larger brands,” Rawls-Meehan says.

THERE’S MORE: Rawls-Meehan sold beds at temporary shops inside five Costco stores last year, and expects to have 30 temporary shops in the chain this year.

SUCCESS HE CAN SLEEP ON: Reverie got 5 percent to 10 percent of its sales from nontraditional sales channels in 2013, and Rawls-Meehan expects that to double this year.

Tips for Growing a Local Following on Social Media Organically

Tips for Growing a Local Following on Social Media Organically 

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When Dave Danhi started the Grilled Cheese Truck in 2009, he had no idea that it would expand beyond one truck, much less that social media would be a huge driver of the company’s growth. 

Now, almost five years later, Danhi notes that Facebook and Twitter are “paramount” to his business, and that about 80 percent of his customers get location information from the truck’s constant social updates (averaging about 4-5 updates per hour, per truck). In fact, Danhi says that social media marketing is almost as important as his food when it comes to the success of his business. 

Although your enterprise’s daily success is likely not as dependent on social media as the Grilled Cheese Truck’s, that doesn’t mean growing a local following naturally, should be put on the back burner (no pun intended).

1. Optimize Business Info

Regardless of the social network, it is vital for brands to include the correct business information within the “about” section of their profiles. Not only does this data help consumers find important information like business descriptions, hours of operation and contact info, but it also makes brands more “discoverable” in the social search results. In fact, Facebook’s new search feature, Graph Search, is particularly beneficial for local businesses. The feature leverages a variety of data, including information from the about section, to provide its members with the best results for their queries. For instance, Facebook members can use Graph Search to conduct local searches by querying “nearby restaurants” or “shoe stores nearby.” In order to receive better placement for this type of search, brands must optimize their Pages with the correct information, including business category and address.

2. Groups/Communities

Both Facebook and Google+ enable users to create niche pages where they can publish and distribute content to smaller consumer groups. Facebook’s “Group” feature can be kept private or open to the public, and provides a direct way for brands to interact with audience members. Similarly, Google+’s “Communities” feature offers even more ways for brands to connect with their audiences. For example, brands can participate in Hangouts (video chats) with community members, and even have the ability to create community “Events.” By creating an Event, social networking can be taken offline to foster better personal relationships with customers. For instance, a pet supply store could create a “puppy meet and greet” event, which is a good way to invite the local community into the company’s brick-and-mortar location.

3. Ask for Likes and Check-Ins

When it comes to social, audience interactions are the modern form of “word-of-mouth” because every interaction amplifies a brand’s reach. With Graph Search, interactions such as “check-ins” and “likes” are especially important, as they influence local search results.

For example, consumers can use Facebook’s search feature for queries like “pet stores nearby that my friends like” or “coffee shops nearby that friends of my friends have been to.” In order to benefit from these queries, brands need to encourage their customers not only to like their business pages, but also to use the check-in feature at their stores.

4. Hashtags

Hashtags finally received some love from Facebook in 2013, as this feature was supported by the world’s largest social network after gaining popularity on platforms like Twitter, Pinterest and Instagram. Participating with trending hashtags will surely raise brand awareness, but to obtain visibility from locals, it is vital to use hashtags that they will recognize and know to search for. Testing is the best way to see which hashtags garner the best results, but one guaranteed way to gain local visibility is by using area-related hashtags, such as #city, #county or #state.

5. Cross-Platform Marketing

Most businesses have spent resources growing a following on at least one social network, and for local businesses, the majority of those audience members are likely within close proximity (at least they should be). In order to obtain the same amount of success on emerging social channels like Pinterest, Instagram and Tumblr, it is a good idea to cross-promote social profiles on a consistent basis. Luckily, the Web is full of social media management tools, like HootSuite and Sprout Social, which can help businesses save time in their cross promotion efforts.

- See more at: http://www.websitemagazine.com/content/blogs/posts/pages/tips-for-growing-a-local-following-on-social-media-organically.aspx?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter#sthash.zVf0rNBB.dpuf

5½ questions about the value of social media | SmartBlogs SmartBlogs

5½ questions about the value of social media



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Buyer behavior in B2B marketing has changed. And social media has made a huge impact. thought to be a modern marketing techniques, but in many ways social media marketing is still approached in an old-fashioned way. Twitter is a prime example. It’s forcing us all to answer important questions about the value of social media – and the impact it has on the bottom line.

1. Is social media a waste of time?

Not necessarily! You prepare a tweet and send it out. The idea here is that one of your followers “gets it” and can be bothered to retweet it to their followers. The hope is that the message is amplified again as someone who picks up the message retweets to their followers. Brilliant! Another way — you have a large enough audience on LinkedIn that some will care, and maybe, even their connections care. You’ve managed to increase your reach to a third degree contact – hopefully they’ll be interested enough to click on the link and visit your website. And then maybe make a download. A lead! And it didn’t take up a whole heap of time!

2. Why does such a low cost channel cost us a lot of money?

Getting the message out there may have been cheap. But don’t forget there’s the time of creating and managing the process – often an internal resource. And if the amplification effect does what was intended and produces traffic to your website with form completions, then what looked cheap can suddenly end up costing a lot of money. Not only that, it could cost your reputation with another department in your business.

3. So why does the Sales Department keep complaining about lead quality?

The Sales Department — forever complaining about the quality of leads you give them. That’s because you’ve amplified the message and just handed over a whole bunch of unqualified leads. So what looked like a good, cheap idea, all of a sudden has created a whole heap of work for them – chasing leads that are very unlikely to be leads they’re interested in or are right for the business.

4. Can we turn low cost enquiries into high value sales leads?

Yes you can! Simply treat social media as a low-cost feed to an automated buyer journey that nurtures prospects into high value leads. It’s easy on paper – but takes some real expertise. Here’s a simplified process:

1. Build an automated buyer journey that already has content created to engage with an audience
2. Develop nurture strategies to move prospects from early stages of engagement through to serious interest
3. Formulate lead-scoring rules to pass sales ready prospects to the sales force
4. Use technology to provide insight to the sales team based on what that prospects have done online

5. Will it ever be possible to present highly qualified leads to sales at zero incremental cost?

Yes, it already is. If you adopt the above philosophy, then all of a sudden highly qualified leads are presented to sales at zero incremental cost. It costs nothing to process or filter prospects through an existing, automated journey from a social lead. And only if prospects engage at the right level and demonstrate enough interest are they pushed through to sales. So that’s it. Social can be highly valuable – as long as you know how to handle the leads. If you haven’t got that bit sorted stop wasting your sales team’s time.

So that’s 5, where’s the half? Well here it is: How are going to turn “likes” into “sales love”?

Why You’re Losing Customers If You Don’t Go Mobile

Why You’re Losing Customers If You Don’t Go Mobile 



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Millions of consumers are turning to their smartphones and tablet devices to make purchasing decisions every day. People are searching for information, directions to businesses, comparing prices and buying on the go more than ever. Not having a mobile website for your business can not only lose you potential customers, but existing customers as well.

Local Search

According to the Local Search Association, one of the world’s largest print, digital, and social media trade associations, the amount of local searches made on mobile phones and mobile tablets quadrupled in 2012. By the end of 2013, this number will only get higher.

When people use a mobile device to search for local services or products, they are looking for quick results. They are often ready to make a purchase or buying decision at that moment, and if you aren’t ready for them they will just go to a competitor.

Problem Websites

Many mobile devices can still load and view traditional websites. Chances are, they will still be able to see your website, but it could present a lot of unforeseen problems.

Slow load times, technology that doesn’t work on mobile devices, and confusing or overwhelming graphics and layouts can end up driving them away.

Not only do you lose the sale, but you tarnish your brand name.

At least 72% of mobile users place significant importance for purchasing decisions on mobile-friendly sites that help them find what they need quickly and in a pleasant way.

Most people never return to a website that gave them problems, and probably complained to friends about it as well.

The Future of Local Search

The popularity of mobile devices to perform local searches is only going to grow. It’s still absolutely important to have a traditional website that makes the most of desktop technology, but it’s becoming equally as important to cater to mobile users. They are no longer just a small percentage of your visitor base.

With the tremendous growth of smartphone users, it would be unfortunate for your company to leave customers out in the cold when they come looking to you for help. It is literally letting profit slip through your fingers.

Read more at http://www.business2community.com/mobile-apps/youre-losing-customers-dont-go-mobile-0764664#LqlwogiIqE9CaeKL.99

Why Your Company Needs an App Right Now

Why Your Company Needs an App Right Now 

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By Antonio Armenino, Fueled ::

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With the mobile phone market projected to continue to grow in the next few years, why wouldn’t you want an app for your company? Mobile phones have already rendered public payphones as a practically dead technology (besides in airports, etc.). The emergence of cell phone usage is even threatening to turn traditional home landlines into an obsolete technology as well. If your company plans on being around in the future then it may be advisable to consider getting an application or, at the very least, have a mobile-friendly website available for your customers and fans.

HOW TO DECIDE IF YOU NEED AN APP

Questions such as “Can my company benefit from a mobile app?” and “Is my business too small for a mobile app?” may arise when contemplating the idea of having a mobile application. The answers to these questions vary from company to company and require a great deal of thought. In most cases, these are not the correct questions to ask when beginning the decision process. A good starting point would be to figure out what the primary simple feature of the app should be. An app should be an extension of your company’s products, services or personality. Questions like “What information would I like the app to portray?” or “What kind of information do I want the app to gather from its users?” should immediately follow in the thought process. Regardless of the final decision, having an honest evaluation and discussion about getting an app for your company is something that should absolutely take place.

BENEFITS & POSSIBILITIES

There are plenty of potential benefits of having a useful mobile application. Some of the most popular benefits could be increasing customer engagement, promoting specific products/services, providing better customer service, or providing another outlet to access an online retail site. Not only can an app provide these benefits for your customers, but it can also allow you to collect data about your customers in a new way. This happens through analyzing user profiles and interaction with the app. Finally, one of the best features of having an app is that it creates an actual presence on a customer’s mobile device. A customer can subconsciously be reminded about your brand every time they scroll through their phone, just because they downloaded your app. The possibilities of what a mobile application can do for you are endless. 

If a user downloads your company’s mobile app, then it’s safe to say that this user is highly likely to want to engage with your company. An effective application can turn engaged users into actual customers. For example, let’s say you run a rum company. A worthy main feature for your app would be to allow users access to a customized list of mixed drink combinations, in which each mixed drink requires the specific use of your rum. An idea like this can be utilized by almost every company that is in the business of producing goods usually used as an ingredient or as a part of a whole.

Promoting products and services becomes even easier with a mobile application. Apps can use a user’s GPS location to offer special coupons or promotions when that user is in a certain radius of one of your retail locations. This kind of function can be extremely useful to increasing store traffic and sales. Not only does having an app help promote your products and services but it can also help enhance the image of your brand by creating a presence in various app stores. This can express the idea that your company is up-to-date, trendy and attempting to provide the very best for its customers.

If your company website offers retail services, it may be advisable to create an app that offers the same function. This would be greatly appreciated by your customers who spend more time on their phones than they do on their computers. This type of app is also important for companies who offer online services such as a blogging platform. In this particular case, an app that allows bloggers to continue their writing while they are on-the-go makes their lives so much easier.

A mobile app can also be a great means for customer service. Consumers today expect to be able to obtain information at all times no matter where they are, and an app can help fulfill that expectation. A mobile app can also provide real-time updates about the company or help solve problems that customers are having. An example of this would be the “Check-Scanning apps” from banks that allow you to scan your check and deposit it into your bank account without ever having to leave your home or office.

PROCESS OF GETTING THE APP

Once making the decision that your company should get an app, it becomes vital to seek out a development firm that will take the time to understand the vision of your idea. Using an outside development firm is extremely important because these outside firms have probably dealt with plenty of other clients (some of whom may be your competitors or similar companies) and can offer you an experienced point-of-view. A development firm’s consultants can also offer you a reality check on the actual worth of your app idea and if you have enough data to make it worthwhile.

A budget should already be determined before beginning the app development process. Once again, the cost of the app depends on your company’s budget, the functions of the app, the development firm and various other factors. One important thing to realize is that you do not need an expensive app for it to be successful and useful for your company. There are large corporations who may be best suited with an inexpensive app that solves the issue they need handled, and there may be small and medium-sized businesses that may need a more expensive and elaborate app to prosper. So in the end, it all depends on what is needed to achieve success.

Ultimately, a mobile application is a must if you plan to take your business to the next level. New technology needs to be embraced, and failing to adapt to these new trends and technologies can prove to be fatal for some companies. Keep in mind that about 82 percent of time spent with mobile media is through apps. So please make sure you take some time to imagine the possibilities you can unlock by getting your company its very own app.  

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- See more at: http://www.websitemagazine.com/content/blogs/posts/archive/2014/01/29/why-your-company-needs-an-app.aspx?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter#sthash.fIyC1dH9.dpuf